An Underground Brand Bubbles to the Surface

It’s not every day you get to design a brand that’s been underground, waiting to launch, for more than 11,000 years.

But that’s the case with our brand design and packaging for Starkey Spring Water, which hit the shelves this week in Whole Foods Market.

Starkey Spring Water takes more than 11,000 years to rise to the surface, pure filtered via a monumental trip through the Imnaha basalt through which it slowly percolates.

(To provide some context, Jericho—one of the oldest continuously inhabited cities in the world, was just getting its legs 11,000 years ago—the same year that giant ground sloths went extinct.)

A Crowded Category Demands Brand Differentiation

Bottled water is one of the most competitive segments of the packaged beverage category. We began this brand strategy assignment by teasing out key competitive differentiators for Starkey’s positioning in the marketplace. We focused on the protected, single-source geothermal spring, its depth at more than two miles, the geographic location in the mountains of Idaho, and the unique and beneficial mineral content of the water.

We leaned heavily on the Whole Foods Market corporate values for guidance in forming the foundation for Starkey’s brand purpose: to provide water with a deeper experience—from the depths of the earth to our progressive and sustainable practices above it.

We shaped a brand personality and voice that’s genuine, friendly, warm and independent.

Deep Down Good™

Next, we created potential brand stories to give Starkey a sense of dimension and history. One brand story emphasized geology, another centered on health, a third direction featured the source, and a final idea explored the spirit and soul of the water.

These four streams merged into a confluence that distills and emphasizes the unique goodness of the source, while incorporating geology and health as supporting players:

“Folks have been coming to Starkey Springs since the 1800s, on horseback from neighboring counties or by railcar from hundreds of miles away, just to be at the source. It’s that good—always has been."

“It’s the source of goodness. Mineral rich, it heals and hydrates, refreshing your thirst and spirit."

“There’s no technology or man-made process. Mother Earth does all the work. Starkey Springs is protected, single-source water. It rises up through the earth from more than 2 miles deep where it’s been pure filtered for more than 11,000 years."

“It’s a source of energy, vibrant and clear, that renews and recharges. Just take a sip and you’ll see.”

Next, we set about crafting a tagline for the new brand. A deep exploration with numerous candidates delivered three succinct and powerful words that sum it up: Deep Down Good

Visual Identity Goes Modern Americana

The logo design was created using hand lettering, in an approach that is at the same time both rustic and clean, or what we termed “Modern Americana.”

The custom label design uses a tight infographic approach, creating secondary marks as key differentiators that nest together as lockups in the larger design: Deep Down Good, 2 Miles Deep, Single Source, Made by Mother Nature and Bottled in Idaho, the latter with a geographic map locator.

You can see how by creating a brand story asset—already succinct at just 111 words—you also provide the inspiration and content for other assets to communicate your story. In this case, the back of the water bottle label raconteurs the Starkey story in just 53 words:

“Starkey Springs rises from 2 miles deep through fractures and fissures in the Imnaha Basalt where its purity has been protected for 11,000 years. It gushes forth as a single-source geothermal springs in the Idaho mountains, naturally healthy with beneficial minerals, a gently alkaline pH, and a silky smooth taste—Deep Down Good™.”

This back-label packaging story is crowned at the top with another secondary brand mark, the numeral 9.6, to communicate the spring water’s pH.

Clear Glass for Transparency and Authenticity

The drink packaging is applied to a beautiful, clear glass bottle, and embossed for tactile authenticity with the Deep Down Good™ tagline along with the historical street cred of “Established 1906.” (Starkey Springs was founded that year when Dr. Richard Starkey, MD, purchased the property and turned it into a true health and pleasure resort.)

Starkey Spring Water will be carried in Whole Foods Markets exclusively, with the exception of Idaho where it could potentially have broader distribution within the state.

Purpose-Driven Partners

We were fortunate to work with Tara Cross, Lisa Rockwell and Jeff Teter of Allegro Coffee Co. on this project—advocates for a compelling brand, strong design and purpose-driven business. It’s rewarding to work with people who share your values and are looking to create products that add to the world, rather than subtract from it. Allegro Coffee Co. is a subsidiary of Whole Foods Market and provided leadership to bring this product to light. Thanks also go to Paul Carew and crew for key design contributions and rounding out our project team.

If you’d like to read more about our work for Starkey, you can also check out the case study on our site.

Deep Down Good™ is a trademark of Whole Foods Market IP, L.P.